Remodeling in Pittsburgh, PA
Fewer leads on purpose, and $436k in kitchens and baths.
A kitchen and bath remodeler who doesn’t want volume. About 11 leads a month from her posts in neighborhood groups, and they close at nearly three times the rate of her paid leads.
Kitchen and bath remodeler, 8 staff. Told by Nora, owner.
- Leads from the groups
- 106
- over 12 months
- Leads a month, once running
- 10.7
- Cost per lead
- $113
- was $210 from ads
- Close rate
- 10%
- 11 jobs closed
- Closed revenue
- $436k
- $11,964 spent
- Return on spend
- 36x
- revenue ÷ fees
The business
Nora runs two carpentry crews and a designer. Kitchens and primary baths in older homes, many of them with plaster walls and knob-and-tube wiring behind them.
- In business
- 15 years
- Average ticket
- $38,500
- Tracked
- Jun 2025 to May 2026
- Service area
- Mt. Lebanon, Cranberry, Fox Chapel, Bethel Park and Shadyside
Before
Most Houzz leads were still collecting ideas. Her designer spent whole days on consultations with people who were two years away from a project.
- Where leads came from
- Houzz Pro
- Google Ads
- Referrals from a local cabinet showroom
- Houzz Pro and Google Ads
- $4,200 a month
- Typical cost per lead
- $210
What we did
We got Nora into 151 local groups and posted about 9 times a week across them: tips, offers and finished jobs, with every comment and message answered the same day. A few of the groups:
- Mt. Lebanon Neighbors
- Cranberry Township Community
- Bethel Park Moms
- Shadyside & East End Neighbors
What worked for remodeling
- Before-and-after kitchens, with the homeowners’ permission, posted in the group for their own neighborhood with a consultation form in the comments.
- Straight posts on “what does a kitchen really cost here?” with real ranges, which got saved and shared.
- Posts about what turns up behind the walls in pre-1940 homes: plaster, old wiring, out-of-level floors.
Results
Leads per month from group threads, Jun 2025 to May 2026
| Month | Leads |
|---|---|
| Jun | 1 |
| Jul | 3 |
| Aug | 6 |
| Sep | 8 |
| Oct | 10 |
| Nov | 9 |
| Dec | 12 |
| Jan | 11 |
| Feb | 10 |
| Mar | 13 |
| Apr | 12 |
| May | 11 |
Remodeling leads build slowly and stay small. Month-to-month changes mostly follow the season: fewer calls around the holidays, more in early spring.
| Measure | Before | With the groups |
|---|---|---|
| Monthly spend | $4,200 | $997 |
| Cost per lead | $210 | $113 |
| Leads that became jobs | 4% | 10% |
| Cost per closed job | $5,250 | $1,088 |
Along the way
- Month 2
First consultation from a kitchen-cost post in Mt. Lebanon Neighbors.
- Month 5
First signed kitchen from the groups, $46,000.
- Month 8
Dropped Houzz Pro.
“Fifty leads would bury us. Ten good ones a month keeps both crews busy, and these people show up to the first meeting with a budget. Most of them have already studied two or three of our kitchens in their own neighborhood.”
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One company per trade per city
Is your trade still open where you work?
We take one remodeling company per city, with a 25-mile territory. $997 a month flat, no ad spend, and 15 leads a month by month four, or we work free until you get there.